According to Eurogamer.net, former Xbox boss Peter Moore revealed Microsoft specifically poached him from Sega to lead the Xbox 360 charge because of his experience in console wars. During his four-year tenure from 2002-2007, Moore helped Xbox gain significant ground on PlayStation by securing major deals like Grand Theft Auto 4’s simultaneous Xbox 360 release. He famously announced the GTA 4 deal by revealing a tattoo on his arm during a press conference. Under his leadership, Xbox launched enduring franchises like Gears of War and Forza while building Xbox as a separate entertainment brand from Microsoft. The strategy worked so well that Xbox became a sustainable brand that continues today in 2025, contributing to what’s now a $200 billion gaming industry.
The deliberate console war strategy
Here’s the thing about Moore’s hiring: Microsoft knew exactly what they were getting. They weren’t looking for another tech executive who fit their “pocket protector” image. They wanted someone who understood the brutal reality of console competition. Moore had already been through the meat grinder with Sega’s Dreamcast fighting PlayStation 2, and before that, he’d battled Nike while at Reebok. That experience of fighting for market share in cutthroat industries was exactly what Microsoft needed.
And they were smart about it too. The whole “console wars” concept wasn’t just something that happened organically – Microsoft actively stoked it. They deliberately built Xbox as a separate brand from Microsoft because they knew the corporate image wouldn’t resonate with gamers. Look at the packaging and marketing from that era – Microsoft’s name was barely visible. They were creating an entertainment brand, not a tech product.
From aggression to cooperation
What’s fascinating is how different Microsoft’s approach is today compared to Moore’s era. Back then, it was all about throwing punches and taking direct shots at Sony. Now? Microsoft is publishing games like Halo on PlayStation hardware. That would have been unthinkable during the Xbox 360 days.
But Moore seems pretty philosophical about the shift. When asked about Xbox’s position today, he basically questioned whether there even needs to be a “winner” in the traditional sense. The gaming industry is now a $200 billion business – even the company in “second place” is doing billions in revenue. His perspective suggests that maybe the old console war mentality doesn’t make as much sense in today’s market.
Does the aggressive approach still work?
Looking back, Moore’s tenure was arguably one of Xbox’s most successful periods. They went from being the newcomer to seriously challenging PlayStation’s dominance. They secured killer exclusive deals, launched iconic franchises, and built a brand identity that’s lasted decades.
But here’s the question: could that same aggressive strategy work today? The gaming landscape has changed dramatically. We’re in an era of multiplatform releases, subscription services, and cloud gaming. The lines between platforms are blurring. Maybe the “throw punches” approach made sense when you were fighting for retail shelf space, but today’s battles are more about ecosystem lock-in and service offerings.
Still, you can’t deny the results. Moore’s team built something that not only survived but became a cornerstone of Microsoft’s broader entertainment strategy. As he puts it, Xbox became that “halo” around the broader Microsoft brand. Not bad for a company that started out needing to hire people who knew how to fight.
